Americans are living longer than ever – in countries aging best, half of 10-year-olds today may live to be 104 – but our beliefs on aging are outdated. AARP approached NationSwell to help support it’s #DisruptAging efforts by asking us to find creative ways to transition Millennial Americans from understanding life to be a 3-stage process to a multi-stage process, and to inspire them to reimagine aging as empowered longevity.
We worked with AARP to design a campaign strategy meant to move younger audiences to confront age biases by reframing life as a multi-stage journey. We generated awareness, visibility, and engagement around the “100-Year Life” by engaging with NationSwell’s Millennial audience through the creation and distribution of shareable, educational content on social media. Through almost 40 pieces of content, we brought our strategy to life, ranging from short-form social videos, still photography, “As Told To” essays, animation, infographics, animated GIFs and feature stories to share the story of the 100-Year Life. Each story unit was designed to mobilize audiences to adopt the 100-Year Life model into their own lives.
We wanted to engage audiences with #DisruptAging online and offline, so we extended our work to include live event integration. We hosted a 100-Year Life panel at our annual NationSwell Summit, creating a platform for the 100-Year Life and AARP to engage the NationSwell Council community of the nation’s most influential minds in business, media, tech, social impact, government, and the arts.